Control your emotions! This is not the "Advertise your ego" blog. The Google brand is so powerful and plays a huge part in our every day life, it's easy for people to get carried away with seeing their ad on the famous Google search page.

The amount of Google searches means that there is always going to be more browsers.Researching vs. Buying

In many sectors Yahoo! achieves a better conversion rate but at a lower volume

If you are a big player with a sizeable amount of advertising budget then you may have to succumbe to the Google brand in order to get the volume you need.

Now to the keywords.....

Long tail

Generic

Structure

Start building your keywords with long tail terms that are highly relevant to your business. Deeper buying could also include location specific terms.

You should look to spend your budget on the long tail terms and only add generic terms should you need additional volume.

Separate your terms as you go with the account structure in mind. This will make it easier for you to write effective creative that is specific to the group of keywords.

The generic terms would be 'holiday', 'flights', 'cheap flights' etc. These terms will not only be more expensive but will eat up your budget quickly.

The more relevant your creative the better rank you will achieve. Lazy PPC advertisers will have unsuccessful campaigns without understanding the reasons.

Lastly, most important for the smaller advertisers, is to focus on where your target market is. If you are a builder you may want to start out locally. Focus on specific regions, this will also enhance your relevancy and will make your minimum CPC lower.

Happy search advertising. Watch out for more in depth nuggets coming soon.

Does he look good for Chelsea due to their system and the free reign he has?

This is exactly my point. He fits into the Chelsea system.England don't play the same system, so why is he and Gerrard deployed together.

So far we have two reason why the England national team will not win a major championship any time soon, media pressure and team selection.

I have two more up my sleeve.

Thirdly, the word GREAT is used too frequently in the British game. How many truly great players do England have?

The captain, John Terry is not great. He is a leader and has a great mentality but ability wise he can be exposed. Again, at Chelsea with two holding midfielders he is protected.

McClaren has made him captain and in doing so is saying that his place in the team is guaranteed. A recipe for disaster! John Terry shows that British Bulldog spirit, one that the average England fan can associate with. Is this the way to go? Has it brough success thus far?

Barcelona alone have produced Xavi, Iniesta, Fabregas in recent years. There are youth players of this type that are attracting interest from clubs around the world.

Unfortunately, stereo type maybe, the average British footballer is not the brightest spark. I think this shows in their game play. Rafa Benitezspeaks of game intelligence, not many domestic players display this.

Domestic footballers play on habit. This is the fault of domestic coaching. 'When the ball goes here, you need to be here.' 'When you get the ball send it here.'

They are ok when training every day, fitting into a pattern of play. Put them together, with players they don't know inside out and adapting becomes a problem.

Make of this what you will but we are blinded by commentators and newspapers. English football needs to change!!

The main difference in the two accounts was the size of the budget, Client A was spending substantially more. So now we have a new factor to consider, one that Google does not mention in its learning centre.

Are Google giving preference to those who are spending more? In a word YES!

We shouldn't be suprised, it makes perfect business sense and occurs in every day commerce.It seems difficult to see Google as a business and not as a tool.

The more a client spends the better service they get.

The more they spend the more discount they receive.

These instances are the same when duration of contracts are considered.

To all SEM agencies that are selling technology as their main product offering....if the mighty Google can't get the technology to be fool proof and need the aid of manual assistance, how do you intend on managing accounts through technology software and be successful when there are so many factors to consider?